Marketing to children—particularly food items—is nothing new. Athlete and celebrity tie-ins, product placement in movies, commercials during cartoons, kid-friendly packaging, toys with purchase, placing product on the lower shelves in grocery stores, etc. are effective strategies that have been in place for decades. Now, however, there’s an advertising medium that captures its audience—children—for as long or longer than one of those time-share sales pitches that you have to sit through in exchange for a free trip to the Bahamas: online games.
General Mills, for example, has a game in which “BuzzBee,” the Honey Nut Cheerios mascot, can be dragged and dropped into cartoon panels to create custom kid comic strips, which then can be emailed to friends. There’s also a BuzzBee spelling bee game. The games are designed to reach children and advertise products, according to the companies that design them, in a fresh and new interactive platform. Those opposed to using the web in such a way, however, say the technique is just a click or two away from subliminal advertising.
The concept of mixing church and state—i.e. blurring the lines between editorial and advertising—is also nothing new. We’re bombarded with print advertising designed to look like editorial and editorial that’s becoming so stylish that it resembles advertising. There are television pundits with their own agendas who are projected into our homes under the guise of objective news shows. There’s Google pay-per-click versus websites that are found organically. Even blogs may offer objective and useful info, but many times are connected to websites selling products or services.
The difference, however, is that, as adults, most of us have judgment enough to recognize when we’re being marketed to versus when we’re being handed objective information. We take in the two forms of information with separate filters. Kids, for the most part, don’t because the frontal lobe of the brain—that part that controls judgment—doesn’t fully develop until the mid- to late twenties. This is why there are many laws and restrictions regarding advertising to children.
As a whole, the staffers at the Ryan William’s Agency don’t believe the BuzzBee games and those like them are evil. They’re creative, centered around learning and represent a new avenue in which to advertise. In fact, similar forms of online advertising are currently being used in the adult arena. Zynga, the Cali-based social gaming company that has developed campaigns for the likes of American Express, Nestle and McDonalds, currently awards players of Facebook’s “Farmville” who build their farms to a certain size a Farmer’s Insurance blimp. In its game “Café World,” you can win free Coca Colas. Prefer “Mafia Wars?” Loot from the movie Green Hornet is up for grabs in that popular game.
It’s an interesting time for advertising. Businesses now have far more options about where to spend their ad dollars, and it doesn’t look like the race for creating new ones is going to slow down anytime soon. As an advertising agency, we’re excited at the prospect of the creation of new venues for communicating business messages. However, we’re also well aware of the legal and social concerns attached to each.
We’d love to hear what you think about companies using online games to advertise to children. We invite you to post your comments as a parent, as an advertiser or just as yourself.
